Your SEO Guide for Lawyers and Law Firms
This guide, rooted in our extensive experience with digital marketing for law firms & law SEO, offers practical SEO strategies tailored for legal professionals. It’s designed to demystify SEO, making it accessible even to those without a technical background, and to reflect the unique challenges and successes we’ve encountered in the competitive legal landscape.
What is law firm SEO?
Law firm SEO is a digital marketing strategy for improving a firm’s ranking within search engine results. SEO stands for Search Engine Optimisation – it’s all about understanding how the algorithm works, what kind of content is prioritised, and how to climb to the very top of the pile. For law firms, SEO strategies are geared towards attracting potential new clients by increasing online visibility. This means appearing in the first few pages of Google with relevant, informative legal information and advice.
Then, if all goes well, your firm can convert visitors to your site into new clients.
How AEK Media can help with law firm SEO:
At AEK Media, we take a dynamic, integrated approach to SEO. Many of our law firm clients come to us with the mistaken belief that just one factor is hindering their success in the Google rankings, whether that’s a lack of backlinks, or a slow site.
Although backlinks and site speed are important, they are just part of what we focus on at AEK Media. Our approach gives equal weighting to the three key components of SEO; relevance, authority, and technical SEO.
A succinct, effective strategy that’s backed by AEK Media’s track record will expediate a good outcome. When it comes to ranking for keywords, we know what strings to pull at any given time.
Why is SEO important for law firms?
Many law firms invest in SEO, and those that don’t risk falling behind. A strong SEO strategy helps firms stand out and capture more market share.
Here are just some of the reasons your law firm should be prioritising SEO:
To increase visibility
Your firm can have the best and most informative site in the business – but if no one can find it, it doesn’t matter. Too many high-quality websites have wasted away on the seventh page of Google results, when the truth is, most people don’t make it that far.
To build credibility
Websites that reach the first page of Google are considered more reputable. Not just by Google itself, but by the potential clients who find the site. Optimised content, client reviews, and backlinks from trusted sources boost a firm’s authority.
To target the right audience
Just like building a beautiful website that no one can find, it’s also no use attracting swathes of visitors from Perth when your firm is based in Sydney. Targeting the right audience gives you a higher chance of successful conversion.
For cost-effective marketing
Compared to paid ads, SEO delivers long-term results without continuous spending. Once a website ranks well, it can generate leads without any significant ongoing high costs.
To enhance user experience
SEO involves optimising site speed, mobile-friendliness, and navigation—making it easier for visitors to find information and contact your firm.
How does law SEO work?
Contrary to what many people assume, SEO strategies are far more complex than adding a handful of keywords to an existing site. Not only are there multiple moving parts, but SEO is a living, breathing, ongoing endeavour. To continue to rank, pages must be routinely updated, and content regularly refreshed to keep up with the ever-changing online landscape.
Keyword optimisation
Depending on your firm’s field of legal expertise, law firms need to target the right keywords—terms potential clients search for—such as:
- “Divorce lawyer Sydney”
- “Best criminal defence attorney near me”
- “Personal injury claims process”
These keywords should be integrated within web pages, blog posts, and meta descriptions. However, it’s important to avoid keyword cannibalisation, which is when one site is competing for the same keywords across multiple pages. This confuses search engines and dilutes your efforts.
Local SEO (for geographic visibility)
It’s not good enough to attract attention – you need to attract the right attention. Since most legal services are location-based, local SEO ensures a firm appears in Google’s Local Pack (the top 3 map listings).
Some ways to achieve geographic visibility in your local area include optimising the Google Business Profile (this means making sure your address, hours and services are accurate and up-to-date), earning legitimate client reviews, and getting listed in local directories.
Building authority with content marketing
Consistently publishing high-quality legal content helps a law firm rank for relevant searches and builds credibility. Depending on your specialisation, this may include blog posts like “What to do after a car accident?” or “What is my partner entitled to in a divorce in Australia?” Giving detailed information on topics that people care about works on several fronts, by:
- Funnelling traffic to your site
- Building authority with existing and potential clients
- Presenting an opportunity to organically incorporate high-ranking keywords
Shorter pieces of content, including FAQ sections that tackle common queries like “How much does a lawyer cost” and case studies with success stories from past clients are also an excellent way to build trust with your audience.
Finally, regularly updating the content on your site signals to Google that the site is active and informative.
Technical SEO
Technical SEO means ensuring the website runs smoothly and meets search engine requirements. Ensure that your HTTPS connection is secure and that your website loads quickly, as slow sites lose rankings. You should also have structured internal linking, which helps the search engine understand your site structure.
Importantly, your site should be mobile-friendly, as most users search on phones.
Backlink building
There are several ways to earn backlinks (links from other reputable websites to the law firm’s website). These include guest posting on legal blogs, getting featured in news articles or legal publications, and collaborating with bar associations or industry websites.
Multiple legitimate backlinks signal to Google that yours is a trusted, established site with something worthwhile to contribute.
On-page SEO
Each page should be optimised, not just the home page. This means clear headings and subheadings, well-structured URLs, and clear call-to-action buttons. This formatting is helpful to Google, but it also lays out your information in a clear and accessible way for your site visitors.
Conversion optimisation
SEO shouldn’t just bring in traffic—it should convert visitors into leads. This means:
ü Clear contact forms and phone numbers
ü Live chat features for immediate assistance
ü Trust signals like testimonials, awards, and legal certifications
Other important ranking factors for law firms
Avoiding keyword cannibalisation
Keyword cannibalisation happens when multiple pages of your site compete for the same keywords. This confuses search engines and dilutes your SEO efforts.
For example, if you have two articles about ‘estate planning in Sydney’, Google struggles to decide which one to rank higher, potentially harming your visibility.
By assigning unique, relevant keywords to each page, you make it clear to Google which page should rank for which term, improving your site’s overall SEO health.
Mastering keyword intent mapping
Keyword intent mapping involves grouping similar keywords on a single page.
For instance, “family lawyers Sydney” and “family law firm Sydney” are likely to attract the same kind of client. By targeting both of these phrases on one page, you cater to a broader audience while avoiding redundancy.
It’s about understanding what your potential client is looking for and making sure you’re providing it on one, well-organised page.
Optimising the website footer
The website footer is crucial for guiding users and boosting SEO. It should include links to important pages and integrate local SEO elements like Google My Business links and office addresses.
For a law firm, this could mean listing services like ‘TAC claims’ or ‘work injury claims’ in the footer. This not only helps users navigate your site but also tells Google what your firm specialises in, potentially boosting your rankings in local searches.
Showcasing expertise to Google
Google ranks websites that clearly showcase their expertise. For law firms, this means demonstrating knowledge in four key areas: cost of services, benefits of choosing your firm, responsibilities as legal professionals, and the types of services offered.
For instance, a personal injury law firm should clearly articulate the different kinds of cases they handle (types), the benefits of choosing their firm (benefits), their ethical responsibilities (responsibilities), and an indication of costs.
Addressing early stages of the client journey
It’s important to engage potential clients early in their search process.
For example, a criminal law firm might provide guides on writing an apology letter to court or creating a good character reference or a personal injury law firm might help their potential clients understand the intricacies of different type of injuries, and how to apply for serious injury certificate.
This type of content meets potential clients at an earlier stage in their legal journey, establishing your firm as a helpful and authoritative resource right from the start.
The importance of authorship in legal content
Having legal experts write your content or attributing articles to specific, qualified lawyers can significantly boost your website’s credibility. Therefore:
- Ensure that the articles published on your website are authored by one of the lawyers.
- Choose the right lawyer for the article authorship. This is crucial, especially when you have a recognisable lawyer in your firm.
Google tends to favour content that is written by individuals with verifiable expertise, especially in law, which is considered a YMYL (Your Money Your Life) topic.
Articles with clear authorship signal to Google – and readers – that your content is trustworthy and reliable.
You may also want to check out the best law firm websites in Australia
Building a credible ‘About Us’ page
Your ‘About Us’ page should do more than just provide information; it should establish your firm’s trustworthiness and credibility.
This includes detailing your firm’s history, the number of lawyers you employ, any awards or recognitions, and notable cases or clients. Such details help substantiate any claims of being among the top law firms in your field.
The impact of social signals on SEO
Social signals, like shares and engagement on social media, can indirectly influence your SEO.
High social media engagement can indicate to Google that your content is valuable and relevant, potentially boosting your search rankings.
For example, a well-shared article on a law firm’s website about changes in personal injury law might catch Google’s attention, leading to improved search visibility for that page.
How to implement SEO for lawyers
Search Engine Optimisation is a marathon, not a sprint. Even if you do everything right, you’re unlikely to see a dramatic change overnight.
Every firm has to start somewhere, so let’s look at the steps you can take to kick-start search engine optimisation for your firm.
Step One: Conduct keyword research
Identify the search terms potential clients use when looking for legal services. Sites like Google Keyword Planner, Ahrefs, or SEMrush can help you identify high-traffic keywords. While it can be tempting to go for generic, catch-all keywords like “lawyer Sydney,” this isn’t going to be as helpful as focusing on local and practice-specific keywords like “divorce lawyer Sydney,” “personal injury attorney Melbourne” or “how to file a will in NSW.” You might also find it effective to target long-tail keywords like “What does a criminal defence lawyer do?” as this will attract more qualified leads.
Step Two: Optimise your Google Business Profile
Since most legal clients search locally, a Google Business Profile helps your firm appear in Google’s Local Pack. So, if you haven’t already, claim your Google Business listing. Then:
- Fill out your profile completely (name, address, phone number, business hours, services).
- Add high-quality images of your office and team.
- Collect client reviews (encourage happy clients to leave feedback).
Consistency is key—ensure your business details are the same across all listings.
Step Three: Create high-quality legal content
Publish informative content to build your credibility and boost your rankings. This content should be authentic, informative and have something genuine to offer the reader. Keyword-stuffed ChatGPT-generated content won’t do much to improve your site’s visibility.
Whether it’s a case study on how you won your client a hefty $500k personal injury settlement or a step-by-step guide to estate planning, make sure you actually have something to say. If you write an article on the topic of “How much does a criminal lawyer cost?” then make sure that your content answers the question.
If you want to know what kind of content people are searching for, you can check Google autofill. Typing ‘Do lawyers …’ and perusing the suggested endings gives you a wealth of information about what questions are being asked.
Step Four: Optimise on-page SEO
Make sure each page on your site is search-friendly. This means including title tags and meta descriptions, breaking content down with headings that incorporate keywords, and internal linking to related pages on your site. Additionally, instead of using vague page titles like “Legal Services,” target specific keywords like “Divorce Lawyers in Sydney | Free Consultation.”
Step Five: Improve technical SEO
This means ensuring your website is fast, mobile-friendly, and free of any broken backlinks. You can use Google’s PageSpeed Insights and Mobile-Friendly Test to check your site’s performance.
Step Six: Track performance and adjust accordingly
Use SEO tools to monitor progress and refine your approach. SEO is an ongoing process, so you should review performance monthly and tweak strategies as needed.
Some of the sites you might use to monitor your progress include:
- Google Analytics to track traffic, engagement and conversion rates
- Google Search Console to monitor keyword rankings and any site issues
- Ahrefs or SEMrush to track backlinks and competitor rankings
Some Common Pitfalls to Avoid in Legal SEO
- More Content Isn’t Always Better: Excessive content can lead to keyword cannibalisation.
- Overreliance on Legal Jargon: Keep language clear and accessible.
- Neglecting Mobile Users: Ensure your site is mobile-friendly.
- Overlooking Local SEO: Local SEO is crucial for attracting clients in specific geographic areas.
- Duplicate Content Issues: Avoid duplicating content; it can harm your SEO.
- Ignoring Website Analytics: Use analytics to inform and guide your SEO strategy.
- Stale Content: Regularly update your site with fresh, relevant content.
- Thinking More Backlinks Are the Answer: Focus on high-quality, authoritative backlinks for the best results.
AEK Media, your SEO specialists
Successful SEO for law firms means potential clients can find you online. Most people search for legal services on Google, and if your firm isn’t ranking well, you’re losing business. From earning reputable backlinks to regularly publishing high-quality content, there’s a lot to think about. If you’d rather spend your time with clients, AEK can help.
We’ve won awards from some of the most prestigious marketing groups and platforms out there. Why? Because we care about your business as if it’s our own.
We’re a team of high-performance marketers and web designers with backgrounds in entrepreneurship– our multi-disciplinary team can create growth for your law firm with the care and attention to detail we wish we’d received when we were on our journeys.
We’ve been on your side, and we’ve come to this side to set a new standard of what’s expected of an agency.
Contact us today to chat with one of our growth specialists and learn how you can take your law firm to the next level.
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